App Launch Cheat Sheet · AppFillip 2026
App Launch
Week Checklist
30 Things Every App Must Do in Launch Week
Most founders complete fewer than 12 of these. The difference determines your App Store ranking and organic growth trajectory for the next 90 days. Do not waste your launch window.
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30
critical launch week actions across 6 phases
<12
avg items completed by most app founders
90
days your launch week actions affect store ranking
500+
app launches analysed by AppFillip
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App Launch Week Checklist — 30 Points
Your CompleteLaunch Week Plan 6 phases covering everything from pre-launch ASO to Day-7 retention. Must items are non-negotiable. High impact items deliver the biggest ranking and growth gains.
Phase 1 — 2 Weeks Before
ASO & Store Setup
0/5
✓
App Store title includes your primary keyword — not just your brand nameMust✓
All 10 keyword field slots used on iOS with non-overlapping, high-volume termsMust✓
Screenshots follow the 6-frame formula — hook, value, proof, trust, objection, closeMust✓
Preview video shows core feature in first 3 seconds — no slow brand introHigh✓
App description first 3 lines (visible without expanding) contain your top 3 benefitsHigh
Phase 2 — 1 Week Before
PR & Community Warm-Up
0/5
✓
Product Hunt launch scheduled and hunters secured — do not launch without a hunterHigh✓
Press outreach sent to relevant tech and category journalists with embargo dateHigh✓
Beta users emailed with launch date and asked to leave App Store review on Day 1Must✓
Social media content calendar prepared for launch week — 1 post per day minimumHigh✓
Reddit, LinkedIn and niche community posts drafted for relevant subreddits and groupsHigh
Phase 3 — Launch Day
Go-Live Execution
0/5
✓
App submitted and approved with no last-minute metadata changes — changes reset ranking signalsMust✓
Product Hunt post live by 12:01am PST — votes accumulate from midnight Pacific timeMust✓
All beta users, friends and team members notified to install, rate and share on Day 1Must✓
First UA campaigns live — small budget to seed velocity, not scale spendHigh✓
App Store Connect analytics and crash reporting actively monitored throughout Day 1Must
Phase 4 — Days 2–3
Review & Velocity
0/5
✓
In-app review prompt triggered for engaged users — Day 2 is the best time, not Day 1Must✓
All existing 1-star reviews responded to within 24 hours — responses are visible to new usersMust✓
App Store Connect Impressions to Install CVR monitored — below 3% signals screenshot problemHigh✓
Social proof posts published — milestone announcements, early review screenshots, user storiesHigh✓
Apply for App Store featuring via Apple developer portal — window is open at launchHigh
Phase 5 — Days 4–5
Retention & Onboarding
0/5
✓
Day-1 retention rate monitored — below 35% signals onboarding problem requiring immediate fixMust✓
Push notification permission rate tracked — below 50% means the permission ask needs redesigningHigh✓
First re-engagement push sent to Day-1 users who have not returned on Day-3High✓
Core activation event completion rate measured — what % of installs complete your key actionMust✓
User feedback collected via in-app survey or email — minimum 20 responses before day 7High
Phase 6 — Days 6–7
Data & Scale Decisions
0/5
✓
Day-7 retention calculated and benchmarked against your category — below benchmark means pause UA spendMust✓
Best performing UA creative identified and budget concentrated on it for Week 2Must✓
ASO keyword ranking checked — identify which keywords moved and optimise accordinglyHigh✓
Week 2 content calendar live with user story posts, metric milestones, and behind-the-scenesHigh✓
Launch retrospective documented — what worked, what did not, what to do differently next updateHigh